Tuesday, February 27, 2024

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    How Paramount and Scopely are using a live service game to keep Star Trek fans engaged

    In video games, brand marketing is on the rise — and live service gaming might be one of the most effective ways to do it.

    This month marks the fifth anniversary of “Star Trek Fleet Command,” a mobile and PC strategy game developed in collaboration between Paramount and Scopely. The game allows players to explore a virtual “Star Trek” universe, interacting with other players to complete missions and accrue resources. The game gets an infusion of new ships, characters and other content on the first Tuesday of every month, and it is completely free-to-play, making most of its revenue through in-game purchases.

    But “Star Trek Fleet Command” is not a direct revenue play for Paramount — it’s a particularly engaging form of brand marketing designed to both capture the hearts of potential new “Star Trek” fans and keep longtime fans interested in the IP. Any revenue gleaned from the game is a secondary concern, as shown by the fact that “Star Trek Fleet Command” serves no in-game ads.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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